Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
Stronger than ever, is your business email marketing strategy driving leads for sales growth?
Despite the rise of social media and unsolicited spam email, email remains the most effective way to nurture leads and turn them into customers.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
1. Email is the number 1 communication channel. Did you know that at least 99% of consumers check their email on a daily basis?
2. You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
3. Email just converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI (returns on investment) of 4400%.
Email is simply the best way to make sales online. Let us review our email platform, data and strategy and implement first stage changes to improve performance
Types of Email
Despite the rise of social media and unsolicited spam email, email remains the most effective way to nurture leads and turn them into customers. There are 10 different types of email marketing that we consider to be relevant for any business:
The type of emails you consider for your business will outline your email strategy. Talk to us today to determine what that strategy is.
You need to be careful that your email marketing campaign isn't overstepping the boundaries of privacy and anti-spam laws.
Be aware of the Legal Requirements before you send Marketing led emails to customers
Research by Constant Contact
Most email clients don't support formatting with div tags, so we recommend using tables to structure your email templates.
Setting the width of all table cells renders them consistently across email clients.
Many major email clients do not support floats, margins, or padding. To position elements and mimic margins and padding, use nested tables with specified cell widths.
We suggest making your designs around 600 pixels wide.
Some major email clients don’t support CSS in emails, so default to inline styles to format text
Define the font family, color, and sizes for all text in your template.
Most email clients, browser-based and desktop, strip out Flash content.
Use email editor tools to strip empty HTML tags from source code.
A one-click email promotion to offer a limited but direct choice for consumers to engage and answer a simple question
Working with KidRated to build a multiple click email with graphic content to drive CTR to relevant landing pages
Designed the new email template for Oxford Online Pharmacy that offered a friendly and easy to follow a structure that benefited older costumers
A charity promotion inviting subscribers to 'tell their story' to win a chance of taking a journey of a lifetime
Worked on a collaboration between Cadburys and the Premier League with a 'spot the ball' game to win prizes
Designed the email newsletter for Twycross Zoo to be sent to their members and subscribers
Deliverability is the most crucial and vital aspect any well thought, manufactured and produced email marketing campaign. What good is that content-rich email template if no one ever sees it? Junk and spam email settings are even more prevalent in the post-GDPR age, so take heed of our advice on how to avoid email delivery faux pau
For emailing purposes - the data is great for long -term nurturing for small to medium-sized businesses, but avoid if you want to send emails directly too. This audience is unchecked, unaware of who you are and therefore will have an email platform that doesn't recognise you and you will end up in the bin, or worse, unsubscribed.
For pure clarity, your customers reserve the right to receive marketing emails from you, so make sure they want to hear your promotional messaging by a double opt-in method. This is a simple way to guarantee what they want to hear and when. Always include the standard unsubscribe footer at the base of your emails
Only send attachments if you are sending a personal email - anything attached to a marketing email will be instantly flagged and sent to the spam filters. If you have collateral you want to share with your audience, share via a link to increase CTA rates and drive traffic to your website.
The image you use with your email can cause issues if it is not a maintained text to image ratio of 80:20 - this meaning your image should stick to your template size and not be one that you do not own.
Ask your loyal customers to 'whitelist' you - this practice is when a subscriber adds your email address to his or her address book - meaning your email will always be accepted.
Make sure you have the 'view online' option added to give viewers a second opportunity to view the email if their business block it. Also, check the alt-text is named in the image so that the system recognises what the image means even though it does not display it.
No one likes to be welcomed by an anonymous email - add a personal touch by naming the recipient of your email, as well as including a named constant in your sign off. Email filters will tend to ignore unnamed newsletters if not subscribed.
By writing concise and clear email content copy, you are avoiding the spam police with bad spelling and grammar
Test 100 times if you must, but test away before you send. Send tests to yourself, to friends, to colleagues or even use a number of spam test filter applications that can tell you how strong your email is.
Choosing the right email marketing service can have a significant impact on the success of your marketing campaign. Talk to us today to find out how to decide what is the best email marketing platform for your brand